The Impact Of Good Communication / Publicity In The Marketing Of Soft Drinks In Imo State (A Case Study Of Nigeria Bottling Company Plc Owerri)

Project and Seminar Material for Mass Communication

The Impact Of Good Communication / Publicity In The Marketing Of Soft Drinks In Imo State (A Case Study Of Nigeria Bottling Company Plc Owerri)


This work evaluates the impact of good communication in the marketing of soft dinks in Imo state with Nigerian Bottling Company Plc, Owerri as a the case study.

This research work started in chapter one by introducing what good communication is all about, what led to the research work and the problems the research work ought to solve.

It continued in chapter two the topic of the study, characteristics and what makes publicity different from other promo-tools and the organized public functions etc. were extensively discussed.

Chapter three emphasized on how the data used were collected and analyzed. And in chapter four, we went further to analyze the data collected.

Scientific and logical conclusion drawn from the analysis and recommendations were made in the last chapter, (i.e. chapter five).

Table Of Contents

Preliminary Page(s)

  • Title page
  • Approval page
  • Dedication
  • Acknowledgment
  • Abstract
  • Table of contents

Chapter one

1.0 Introduction

  • 1.1 Background of the study
  • 1.2 Statement of the problem
  • 1.3 Objective of study
  • 1.4 Research questions
  • 1.5 Significance of study
  • 1.6 Scope of study
  • 1.7 Limitation of study
  • 1.8 Definition of terms

Chapter Two

2.0 Literature Review

  • 2.1 What makes publicity different form other promo-tools
  • 2.2 The functions of publicity
  • 2.3 Characteristics of publicity
  • 2.4 Publicity as useful elements of promotional mix
  • 2.5 The implementation of corrective measures and rehabilitation of set goals and objectives of publicity
  • 2.6 Sources of devices of publicity

Chapter three

3.0 Research Design and Methodology

  • 3.1 Research Design
  • 3.2 Area of study
  • 3.3 Population of study
  • 3.4 Sample and sampling procedures
  • 3.5 Sources of data
  • 3.6 Instrument for data collection
  • 3.7 Validity and reliability of instrument
  • 3.8 Administration of the instrument
  • 3.9 Method of data analysis

Chapter four

4.1 Presentation, Analysis and Interpretation of Results

Chapter five

5.0 Summary of Findings, Conclusion and Recommendations

  • 5.1 Summary of findings
  • 5.2 Conclusion
  • 5.3 Recommendations
  • Bibliography
  • Appendix
  • Questionnaire

Chapter One

1.0 Introduction

1.1 Background Of The Study

Good communication/publicity is strictly a marketing tool or element identified with promotion and is used to complement the efforts of other elements of the promotion.

Publicity reflects market oriented public relations and this can be referred to as a tool of public relations and, communication involves sharing or exchange of thoughts, feelings, experiences and other between and among people in order to achieve intended objectives.

The impact of Good communication/publicity in the marketing of soft drinks is something to reckon with as Nigerian Bottling Company Plc is a multinational firm, which has its branches or plants all over the nation
The plant in Owerri is located along Owerri-Onitsha road and the aim of this company is to provide and produce quality soft drinks to the society at large. With the aid of good publicity, Nigerian Bottling Company Plc can convince and persuade their customers to by their products.

Publicity can be designed to just inform the market about the existence of a product and this is called information publicity. Newness and uniqueness in a product can simplicity the publicity process.

Researchers have discovered that the audience evaluates not only messages but also the source of the message in terms of trustworthiness and credibility.

Different audience perceived the same words differently. The problems of trustworthiness and credibility f message form the subject matter of this research as these affect the impact of good communication/publicity message will have on target customer or audience.

The research study among other tings examines the ability and preference for a brand of soft drinks against that of competitors. It motivates consumers to desire a brand and persuade them to buy.

Basically, good communication calls for more than developing a good product, pricing it attractively and making the product readily accessible to the target market. There must be good communication of information about the product features, existence and availability and how it will benefit the market.

1.1 Statement Of Problem

The case study would not have been necessary without a problem, the present economic situation of Nigeria and its attendant low per capital income coupled with proliferation of bottling industries, has increased competition. The consumer is being more rational in making purchase so as to maximize utility and at the same time, achieve maximum profit. This makes most companies shy away from publicity expenses and those that go into it want to know its impact on their sales.

1.2 Objective Of Study

The objective of this work is to find out the impact of good communication/publicity in the marketing of soft drinks in Nigerian Bottling Company Plc, Owerri. The objective of this work aims at identifying the limitations and problems of publicity in the marketing of soft drinks which includes to:

  1. Find out the attraction of good publicity activities to consumers
  2. Find out whether a good publicity activity encouraged the consumers to patronize the company.
  3. Know which promotional tools are attractive to the consumers.
  4. Know if good publicity helps the consumer to decide on the brand of soft drinks they buy.
  5. Find out if good communication/publicity also changed the mind of consumers to purchase a product the dislike.
  6. Find out the impact of good communication/publicity in the marketing of soft drinks.

1.3 Research Questions

To identify the impact of good communication/publicity in the marketing of soft drinks, the following questions were asked:

  1. Are consumers attracted to particular soft drinks by the good communication/publicity activities?
  2. Which promotional tools attract the consumers?
  3. Would the consumers say that a good communication/publicity activity of the company encouraged them to patronize the company?
  4. Does good communication/publicity help the consumers decide the brand of soft drinks to buy?
  5. Can good communication/publicity change the consumers mind in order to purchase a product they dislike?

1.4 Significance Of Study

This project is directed towards promoting, maintaining and sustaining the use of good communication/publicity in the marketing of soft drinks in Nigerian bottling company Plc, Owerri. Also, this work is aimed at involving in the minds of the company that there is r4eal impact which good communication/publicity creates in the marketing of their products.

1.5 Scope Of Study

The scope of study is centered on Nigerian Bottling Company Plc, Owerri in Imo state Nigeria. This work focuses much attention on the impact of good communication/publicity in the marketing of soft drinks in Imo state.

1.6 Assumption Of Study

Broadly speaking, this work intends to highlight all other trend of assumption and prospect the good communication/publicity of soft drinks and its important roles.
This work is meant to serve two purposes, firstly, to the student researcher and secondly to the firm, due to the importance of publicity.

1.7 Limitation Of Study

In the course of this work which is to investigate the impact of good communication/publicity activities in the marketing of soft drinks in Imo state, a lot of limitations and constraints were experienced. These include:

a) Time factor:

time constituted a problem for the researcher. The researcher was not able to meet up in attending lectures and at the same time going to the organization of study for data gathering. There was not enough time of covering more vast areas involved in the research study.

b) Lack of information:

the workers in the study firm were unwilling to give adequate data and those that were willing to give the required data were not honest as they wrong data as a way to boost their ego.

c) Inadequate materials:

this constitutes a problem to this researcher study as books, journals and newspaper were not adequately provided in the library. Some of the materials seen were out dates and out of use for referencing.

d) Financial constraints:

the researcher was not able to afford a transportation fair on several occasions to the area of study and this slowed his pace to gather enough materials and information for the work.

Chapter Five

5.0 Summary Of Findings, Conclusion And Recommendations

5.1 Summary Of Findings

Good communication/publicity is an important tool in the marketing of soft drinks. It is a necessary tool for any organization that wishes to survive the competition which exists in the market.

Some people think that the huge sums of money spent on promotion by companies is a waste of fund but evidence of this research opposes such thought.

An affective good communication/publicity strategy and adequate timing will create an impact on the consumers which goes a long way in helping the company gain a large share of its market.

Finally, it was established that Good communication/publicity is a major determinant of a marketing tool, not withstanding, it should be combined with other criteria to make up for its short-falls in critical areas.

5.2 Conclusion

With the introduction of new orange drinks into the market by Nigeria bottling company Plc, and 50cl Mirinda Orange drinks, and with this 50cl which focuses more on brand development, there has been intense competition.

Good publicity is now the only tool with which to fight this competition. In the course of this study, the impact of gaining a large market pout of this competitive market was investigated and the following conclusions were drawn.

  1. All the four promo tools have impacted on consumers.
  2. High turnover of sales is attributed to the impact of Good communication/publicity on consumers.
  3. Good communication/publicity can make a consumer change his or her mind and make him or her buy a product he/she dislikes.
  4. Good communication/publicity helps in decision, as to which brand to purchase.
  5. Good communication/publicity has a positive impact on the successful marketing of soft drinks, not only in Imo state busty, in the whole country.

5.3 Recommendations

After the scientific analysis of all data collected which were used to evaluate the impact of Good communication/publicity on the marketing of soft drinks in Imo state, the following recommendations were made to help, not only Nigerian Bottling Company Plc; but any other company in the market to plan ands implement a Good communication/publicity activity that will have the greatest positive impact on the consumers.

  1. We recommend that the specific objectives of Good communication/publicity activities should be defined.
    Objectives are the end point towards which all plans aim. There cannot be a means (plans) of solving a problem if there is no problem (objectives). Before embarking on Good communication/publicity must be stated as goals which the company would like to reach during the plan period.
  2. We recommend that there should be increase of Good communication/publicity budget in your company.
    Due to the inflation in the country, fixed Good communication/publicity budget has made it difficult to achieve Good communication/publicity objectives of the subsequent years. We therefore, suggest a review of Good communication/publicity budget and adoption of a more realistic method.
  3. We recommend the appointment of a marketing communication Director. Due to difficulty in determining the amount of money to be allocated to the different promo-tools available, we recommended the adoption of a market communication director that will be held responsible for the company’s Good communication / publicity activities, work out a formula with which the Good communication/publicity budget will be shared among the promo-tools and also be charged with coordinating the Good communication/publicity activities and their timing to achieve their set objectives.

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